Beauty Brand: Successfully Leveraging Amazon DSP with a focus on Prospecting

The DSP campaign was launched with an audience-first approach, focusing on three key strategies: Retargeting (ROAS), Prospecting (Sales), and Competitor (NTB). Audience targeting included interest-based targeting, lookalike audiences, competitor views, cross-selling from product A – B, and re-engaging lapsed customers. Initially, Responsive E-Commerce Ads were used, followed by custom imagery to strengthen brand awareness. In April, the Sponsored Ads strategy was introduced, utilizing Sponsored Products, Sponsored Brands, Sponsored Brands Video, and Sponsored Display Video. The budget allocation was as follows: 31% on Branded, 54% on Non-Branded, 8% on Competitor, 2% on Prospecting, 1% on Retargeting, and 3% on Run of Site.